Operating Philosophy
I have spent enough years inside actual operations to know that most commercial problems are never solved by buying a new software tool. They are solved when someone structures the data, names the real bottleneck, and stands behind the decision until it is fully executed.
That is the work I do through SANTAFE: getting deep into the operational weeds, engaging executive leadership teams candidly without buzzwords, and establishing systems that continue delivering long after the advisory engagement concludes.
I would rather have an uncomfortable conversation on time than a comfortable report delivered too late.
Track Record
Twelve years focused on the same discipline.
- 2013 — 2017
Digital commerce operations & growth
Hands-on execution across online retail: catalog architecture, conversion rate optimization, logistics fulfillment, and early paid acquisition channels.
- 2017 — 2021
Scale, platforms & integrations
Enterprise platform migrations, ERP and core operations integration, and building high-performance internal digital commerce teams.
- 2021 — 2024
Commercial strategy & data systems
Strategic direction for multichannel operations: channel profitability modeling, decision-making architecture, and executive measurement systems.
- 2024 — present
SANTAFE — Independent Advisory
Independent advisory across commerce, applied artificial intelligence, and strategic growth, delivering senior partner execution and lasting capability transfer.
The perspectives published on Perspectivas SANTAFE reflect the exact rigor and operational criteria brought to client engagements.
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Looking to discuss your operation directly?
Every inquiry is reviewed personally. If there is a clear opportunity to create meaningful value, we will say so; if not, we will be equally direct.